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By: seppevanderlinden • 1 year ago
By: seppevandelinden • 1 year ago
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PROFFESIONEEL HANDELENVATSGOED 2021-2022
LAURA MYLLE
, Hoofdstuk 1: persoonlijke verkoop.............................................................................................................4
Face to face reclame:..................................................................................................................................... 4
Toepassing............................................................................................................................................................4
2. Gedragsfactoren:....................................................................................................................................... 4
Succesvol gedrag:.................................................................................................................................................5
3. Misvattingen.............................................................................................................................................. 5
4. Vaardigheden:........................................................................................................................................... 5
5. Rollenspelen:............................................................................................................................................. 6
6. Verkopen = leerproces............................................................................................................................... 6
Hoofdstuk 2: communicatieve vaardigheden.............................................................................................7
1. Communicatieproces:................................................................................................................................ 7
2. Miscommunicatie...................................................................................................................................... 9
5 oorzaken van miscommunicatie:.......................................................................................................................9
hoe vermijden:......................................................................................................................................................9
Communicatiestijlen:.......................................................................................................................................9
Samenstelling boodschap: ZERA:...................................................................................................................10
3. Non-verbale communicatie...................................................................................................................... 10
Hoe?...............................................................................................................................................................10
4. Persoonlijkheid categorieën..................................................................................................................... 11
6. Presentatievaardigheden:........................................................................................................................ 12
Hoofdstuk 3: het verkoopsgesprek...........................................................................................................13
1. De structuur van een verkoopgesprek...................................................................................................... 13
2. Verkoopstadia.......................................................................................................................................... 14
3. Eerste contact met potentiële.................................................................................................................. 15
Belscript oefensessies:........................................................................................................................................16
Argumenten:..................................................................................................................................................18
4. Voorbereiding van het verkoopsgesprek................................................................................................... 18
Vooraf:................................................................................................................................................................18
Achteraf:.............................................................................................................................................................18
5. Begroeting............................................................................................................................................... 19
6. Klantoriëntatie......................................................................................................................................... 19
Stappen in de klantenoriëntatie:........................................................................................................................19
7. De verkoopargumentatie......................................................................................................................... 20
,8. Omgaan met bezwaren............................................................................................................................ 21
BADSOC MODEL:................................................................................................................................................21
9. Afsluiting van het verkoopgesprek........................................................................................................... 23
10. De follow-up.......................................................................................................................................... 23
Hoofdstuk 4: overige aspecten met betrekking tot verkoop...................................................................24
Plaats van ”Verkoop”................................................................................................................................... 24
2. CRM......................................................................................................................................................... 26
3. Uitbrengen van een offerte...................................................................................................................... 26
Offerte-stappen (4):............................................................................................................................................27
Uitbrengen van een offerte................................................................................................................................27
Na de offerte......................................................................................................................................................27
Hoofdstuk 5: Algemene marketing / het marketingsproces....................................................................29
Inleiding: wat is marketing?......................................................................................................................... 29
Definitie Marketing........................................................................................................................................29
Definitie marketingmanagement..................................................................................................................29
Het marketingsproces.................................................................................................................................. 29
Stap 1: de markt en afnemersbehoeften doorgronden.....................................................................................30
Stap 2: Klantgestuurde marketingstrategie ontwikkelen..................................................................................30
Stap 3: Een marketingplan en –programma opstellen......................................................................................31
Stap 4: Winstgevende klantrelaties opbouwen.................................................................................................32
Stap 5: Waarde van klanten realiseren..............................................................................................................32
Marketing nu?............................................................................................................................................. 33
Hoofdstuk 6: Marketingsstrategie / Marketingplan.................................................................................34
Strategische planning................................................................................................................................... 34
Missie en visie............................................................................................................................................. 34
Missie.................................................................................................................................................................34
Visie....................................................................................................................................................................34
Activiteitenportfolio.................................................................................................................................... 34
Bestaande activiteitenportfolio analyseren.......................................................................................................35
CG-groeimarkt/aandeelmatrix......................................................................................................................35
Stars...............................................................................................................................................................36
Cash Cow........................................................................................................................................................36
Groeistrategieën analyseren........................................................................................................................ 37
Marktpenetratie............................................................................................................................................37
Productontwikkeling......................................................................................................................................37
Marktontwikkeling.........................................................................................................................................38
Diversificatie:.................................................................................................................................................38
, Strategische Marketingplan......................................................................................................................... 39
Marketingstrategie en -tactiek..........................................................................................................................39
Hoofdstuk 7: marketingmix......................................................................................................................40
1. product.................................................................................................................................................... 40
Product/dienst....................................................................................................................................................41
Tastbare elementen...........................................................................................................................................41
Product/dienst....................................................................................................................................................41
2.Prijs.......................................................................................................................................................... 41
3 methoden om de prijs van een product te bepalen........................................................................................42
(1) De kostprijs plus methode = kostengeoriënteerde prijsstelling..............................................................42
Hoe prijs bepalen................................................................................................................................................43
Belangrijke punten bij eigenlijke prijszetting.....................................................................................................43
Afroomprijsstrategie......................................................................................................................................43
Sequentiële afroming....................................................................................................................................43
Penetratieprijszetting....................................................................................................................................44
Penetratiestrategie........................................................................................................................................44
Gedrag onder invloed van de prijs................................................................................................................45
3. Plaats (distributiebeleid).......................................................................................................................... 45
Directe of indirecte distributie............................................................................................................................45
Directe of indirecte distributie............................................................................................................................45
Horizontale en verticale integratie.....................................................................................................................46
Verticale integratie: heel productieproces in handen...................................................................................46
4. Promotie.................................................................................................................................................. 46
Een joint venture ..........................................................................................................................................47
public relations...................................................................................................................................................47
5. Personeel................................................................................................................................................. 47
De 7P’s........................................................................................................................................................ 47
Psysical evidence/environment..........................................................................................................................48
Processen............................................................................................................................................................48
Test jezelf..................................................................................................................................................48
Marketingmix – Product + zintuigen prikkelen.............................................................................................. 48
Marketingmix – Psysical environment.......................................................................................................... 48
Marketingmix – Plaats / Prijs....................................................................................................................... 49
Marketingmix – Winkelbeleving................................................................................................................... 49
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